论文信息 - Executional Factors and Advertising Effectiveness: A Replication

Executional Factors and Advertising Effectiveness: A Replication

Abstract This article reports a replication of the Stewart and Furse (1986) study of the influence of executional factors on advertising performance. Using a new set of 1,017 commercials, coded for content, the replication finds the original results reported by Stewart and Furse are highly robust. The use of a brand-differentiating message and a strong product focus continue to manifest a positive impact on measures of recall, comprehension, and persuasion.

David W. Stewart | Scott Koslow | S. Koslow | D. Stewart

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